Announcement, June 2020
Announcement, June 2020
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With non-essential retail now back up and running, we are presented with the prospect of a new environment and a slightly different relationship between media and audiences.
We know that dwell times are going to be significantly increased, with centres implementing many new measures to ensure a controlled and comfortable visiting experience during the current COVID-19 climate.
Organised queuing systems, controlled footfall counts and social distancing guidelines are automatically effecting the time it takes to complete a shopping trip, whilst a new and enthused consumer mindset, created through a deprivation of the shopping experience, has created an audience intent on browsing.
With all this in mind, we have been working hard to provide new and effective platforms that will allow brands to create strong and lasting connections whilst maintaining a level of care amongst the current circumstances.
We have previously won several awards for our digital interaction activations – namely our touch-screen campaign for Volvic ‘Juiced’ that incorporated family fun into a gaming platform, encouraging participants to ‘squash’ as many falling apples as they could within a certain timeframe by tapping on the screen. In the current climate, consumers may understandably be more cautious about using touchscreen technology in public places. Upon the installation of all of our ground-based Orbit screens, we ensured that touch was only one of many different interactive possibilities available on the network. We also offer gesture, mobile and motion-triggered activations that create immersive brand experiences whilst maintaining a ‘hands-off’ approach from the consumer.
Perhaps the best example of this technology in use was the campaign we ran for LEGO: Star Wars that invited audiences to ‘Master the Force’ by incorporating gesture sensors, allowing passers-by to choose a side (Rebels or the Empire) and start building spaceships using on-screen LEGO bricks.
Innovative scent shower systems offer brands the unique one-to-one connection usually offered by sampling activity >>
Gesture, mobile and motion-triggered activations create immersive brand experiences whilst maintaining a ‘hands-off’ approach >>
Our new tension-frame Banner platform allows us to use biodegradable materials that also fold into smaller packages for delivery >>
We're working to develop a new anti-bacterial vinyl coating that disinfects our advertising for up to three weeks >>
With social distancing now the ‘new norm’, at least for the short-term, we know that experiential campaigns and brand ambassadors may be an option that isn’t currently viable for advertisers. However, for brands still looking to provide a connection between a fragrance product, for example, and their ad campaign, we have a new solution.
By fitting our sites with innovative scent shower systems, with either motion-triggered or time-activated dispersion, we are able to offer brands the unique one-to-one connection usually offered by sampling activity whilst delivering an all-important wow factor will get greater cut through to emotionally resonate with audiences.
Cleanliness is also another key aspect of the reopening of retail, with every centre implementing increased and continual cleaning services. We are aware that some of our formats benefit from being an actively consumed medium. Our Adlift format, for example, provides a direct interaction with lift users, as well as the wider consumer audience, who are usually waiting in close proximity.
With this in mind, we have worked with our printing partners to develop a new anti-bacterial vinyl coating that disinfects our advertising for up to three weeks, offering a further sense of security to both our brand partners as well as our audience.
Aside from innovative new ways to create connections with consumers, we have also been working hard on ways to reduce the overall carbon footprint of our advertising.
We have already transformed our hanging Banner portfolio by developing a new tension-frame platform that allows us to use biodegradable materials that also fold into smaller packages for delivery, reducing the impact of transport.
On top of this we are also exploring new ways of producing vinyl for the entirety of our classic estate that will allow ad campaigns to either be recycled or disposed in more eco-friendly ways. This all forms part of our commitment to care that is just one of our new pillars of business, built to accompany our return to market.
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